MUMBAI: South Korean multinational conglomerate Samsung has once again handed over its media duties in India to its longstanding agencies Lodestar UM and Cheil India. The decision was taken following a multi-agency pitch.

While Lodestar UM will be responsible for media and other offline duties, Cheil will look after the digital mandate of the much popular brand.

Lodestar UM is a part of IPG Mediabrands and has been associated with Samsung since 2013. According to industry estimates, the media duties for the brand worth around Rs 500 to 600 crore.

The winning agencies will be handling the entire portfolio of the brand in India, including mobile phones, TV/audio/video, cameras/camcorder, home appliances, PCs, and printers.